The Emilio Pucci brand was created in 1951. For a decade, Emilio Pucci developed his signature prints and became a runaway success with the jet set and fashion industry. The Pucci style is characterized by psychedelic prints and tangy tones associated with a stretch fabric, made for a decidedly glamorous look. Emilio Pucci became the iconic designer from 1960-1970. However, the brand slowly fell into obsolescence. In the 80s, his daughter, Laudomia Pucci, became more involved in the company before taking the reins after her father's death in 1992. The house was yet to find the success of the past. In the early 2000s, Laudomia Pucci decided to go out of business and sell the majority of her shares to LVMH. In 2003, the French designer Christian Lacroix arrived as the head of the artistic direction of the brand. He took on the basic style of Pucci and revamped the brand. The collections are once again the topic of conversations. In March 2015, the Italian designer, Massimo Giorgetti, joined Pucci as the creative director. He continues the visionary work of its creator and infuses the Pucci spirit in his collections of ready-to-wear and accessories, as well as his exclusive silk designs.
After his studies in accounting, Massimo Giorgetti began his career as a salesman in a Rimini store and then in the showrooms, distributing the best brands. His career was built from a more commercial side, but passionate about fashion from an early age, he eventually switched to pursue his creative side. His experience allows him to draw his vision of fashion from a creative and business perspective. After these experiences, he created his own brand in 2004. In 2009, he joined the Paoloni group to create MSGM which became a runaway success. The collections are irreverent, urban and at accessible prices and know how to charm a young target audience. Massimo creates models in bold colors and prints. A style that is reminiscent of Pucci, who asked him to join the Fashion House in 2015 as creative director.